Marketers are beginning to see the advantages of a design thinking, said Dominic Zammit, head of digital at Conran Design Group. “What we’ve noticed over time is boards and company management teams are starting to see the value of design shaping the company’s fortunes over time,” by creating experiences that are more humanized, he told Velocitize Talks
Even as marketing becomes more data-driven, it serves to enhance creativity, said Zammit, a lawyer by training, but also a writer and musician.
User experience is where brands are now being made or broken. “No one has the answer to that,” said Zammit, but the humanizing effect of good UX does make the difference between brands. “That kind of holistic experience,” said Zammit, “will ultimately mean that you’re a brand that will stick around for six months or one that’s going to have longevity.”
Technology is also in flux, but Zammit said it won’t be one single technology that will drive major change, but the combination of multiple technologies. Once the market matures, users will develop new ways of leveraging combinations of artificial intelligence and augmented reality or other tools to achieve new results, he said.
“The digital market—if you can call it that—is definitely going through a period of change,” said Zammit. It can connect people, but also isolate them, he said. One possible evolution is leading people to strip away some of their “digital armory.”
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